Episode 413: How do you help people sell for you?
In this episode, Fiona shares an essential tip for building strong relationships. She provides actionable strategies to enhance your customer interactions and support your business growth. Tune in!
You'll Learn How To:
Importance of helping stockists sell your products
Strategies for checking in with stockists and providing product information
Creating engaging stories and narratives about your products
Relationship-building techniques with stockists and clients
Personalised onboarding processes for service-based businesses
Examples of unique client interactions that enhance service experience
Encouragement to create genuine human connections in business
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Welcome to episode 413 of the My Daily Business podcast. Today is a quick tip episode, and this one is super important, particularly if you work with stockers or if you're a maker, if you supply something or if you are in the service-based business and you are just finding that sales are waning a little bit at the moment. Before we get stuck into that, I want to remind people that group coaching is coming up. If you would like to be part of our next round of Group Coaching, which will kick off in I think August or September this year, then please go on over to mydailybusiness.com/groupcoaching and put your name on the waitlist by being on the waitlist. If you go through and become part of the group coaching group, you'll get so many added bonuses that people who are not on the wait list will not get.
You'll also be the first to find out exactly when we are launching. You'll be the first to be able to apply. We do look at applicants on a first-come, first serve basis, and we do our interviews on a first come first serve basis. It's worth you going on over to mydailybusiness.com/groupcoaching and putting your name down. I'd also, of course, like to acknowledge where I'm coming from and the traditional owners and custodians on these lands that I record this podcast, run group coaching, and do all the things, and that is the Wurrung and Wurundjeru people of the Kulin Nation. And I pay my respects to their elders, past, and present and acknowledge that sovereignty has never been ceded. Let's get into today's quick tip episode.
At the start, I said this is important if you have stockists or if you're a maker or creator of something you are supplying to other people. But it is just as important if you are in the service-based industries and you are also creating a service offering for people. What is it? It is asking yourself, how do you help people sell for you? What does that look like if you are creating something that is going into stockers? You are putting something into a shop for somebody like someone else's shop. You might sell candles or ceramics or towels or linen or whatever it is, and you don't have to be little. You could be a much bigger company. Are you helping people sell for you? What that means is are you regularly checking in with your stockers?
Are you talking to them about what is happening in their business? What are their goals? But also are you giving them enough information about your products that they can sell them well? Now I have to say that today's episode was in part inspired by a trash TV reality show that I have started watching. I have never ever been into any of these, but somebody recommended it and I was like, I'm going to try it. Which is buying Beverly Hills. Before you are like, you've lost all credibility. I often watch these shows while I'm cleaning or doing laundry, and I find it a good, easy way to do something else that's a bit mindless instead of being annoyed that I have to fold another load of laundry or clean up for the 50th time this week.
But I was watching it and one of the things that happens, so for anyone who doesn't know who's not at my lo-fi lowbrow level, buying Beverly Hills is the same as I think buying, selling Sunset, buying OC, all of these shows where they, where they follow a real estate agency in the US and they show you these incredible listings, incredible in inverted comm. Because I would find that a lot of these actual houses are to my eye quite gross. They're just so expensive and you think having money does not equal having a taste. However, it's interesting to look at this as a business. It shows you inside the business, it shows you all the caddy arguments and everything else. But one of the things in this particular show I've not watched the others is that with their real estate agency, they take all their buyers.
Everyone from the agency gets to go and see the houses because they might have people that they can bring in to buy the house. The agency is making money both by selling and buying it from their commissions. And they take people into these houses, they explain everything. They're like, I'm going to show you around the pool house. I'm going to show you in the kitchen. This is what it's made of. This could be good for a new family. This part is good. If you're working from home, look at these views. You see straight into whatever they're selling it. They're selling it to their colleagues, to their peers who are then going to go out and potentially sell it and bring in a buyer. In the same way, when you have something that is going into a shop, if you are a maker and you're creating something that's going into a shop, you want to give that person in the shop or the people in the shop the best opportunity to sell it for you.
This means telling them the backstory of why you came up with these colourways or telling them how you learned the craft because your grandmother was a potter and you used to sit down and take it all in. And then you went into corporate land and became a lawyer. But you always knew that this was in your blood and you're going to go back to it someday. And this is why there's so much love and history that goes into every piece telling people a story that they can then relay to their customers so that when they're picking up your candle versus somebody else or your piece of ceramic versus somebody else, that person has fallen in love with your story and can then tell the person who's potentially buying it and that is differentiating you from other things that they are selling.
Of course, they're going to be trying to sell everything in their store, but you might come to mind first if you are regularly giving them updates. It doesn't have to be every week at all. That might be a bit hassling, but it could be quarterly that you send through a bit of information about the next collection that you come into the store or you ask them to come into your showroom. It could be a beautiful lookbook, it could be something a bit more tangible. A tea towel or a tote bag or something that you're giving them that also has the message on it. It could be a little video that you send them. It could be even having a private Instagram channel for your stockists. It could be all sorts of things that are helping them sell what it is that you create.
Often this is not done. Also relationship-building is not done. If you have key stockers or any stockers when you are onboarding them, getting them to put in what star sign they are, which is better I think, than asking for their birthdate star signs will roughly give you a month that they are going to be born in either half of June, half of July. In that month you might decide that you're going to send them a little cake or you're going to send them just a happy birthday email or something else that is keeping you front of mind and helping them remember you are also creating actual connections and relationship, which then may help them sell what it is that you make. With service-based businesses, you might be like, I get it. If you're a product-based business and you have stockers, I get it. But what do I do?
One of the things you can do in your onboarding with your clients, whether you are a photographer, a graphic designer, a website designer, a coach, whatever, is to talk them through your process and also have little things that you do that perhaps others don't do in your industry that is going to help them have a great first experience and therefore be referring and talking about that experience. It could be a welcome pack. We send welcome packs with our group coaching groups. It could be that you regularly update them on industry news from their particular industry. It could be if you're a photographer that you've taken the time to ask them like, what music do you like at the photo shoots? Or what are you super inspired by? Let's say you're doing a brand photo shoot for a new small business owner.
You might ask them in the onboarding like, what was your favorite piece of clothing when you were growing up and why did you love it? They might say, it was this dress and it had these crazy colours on it and I loved it Because I just felt fabulous and like a princess or whatever it could be. It could be the complete opposite that they loved wearing, overalls or something. Because they just felt fun and playful and it's like, how can we have that fun playful element in the photo shoot? It could be diving into who they are as a person. How are you going to come across in your brand and your business photo shoot and what would be the best possible outcome? And who do you think aces this?
When we look at celebrities, who do you think is killing it in that world? And getting to know who they are, and who they want to be perceived as well. Again, I've been in photo shoots and I've gone to, I probably have been to at least 50 or 60 photo shoots in my career and a lot of this time this stuff is not asked. It's like, you've hired me and do you guys have some mood boards? Do you have some lighting references? Have you booked the venue? We'll do a wreck. But there's not that upfront, like who are you what are you trying to achieve here and what is going to make it amazing for you? One of the best things I remember that, and I have sold this guy to so many people, was that when I was having my second child, the anesthetist came out and met us before we went in to have my child and he said, what music pumps you up?
If you went to a big party, what would be the best music? I was like, Beyonce. And he was like, we are going to pump Beyonce in the operating theatre as you come in because this is a party after all, it's a birthday party. And that was incredible. I had never had somebody, I'd never heard. I have a lot of friends who have children. I've never heard of somebody having that level of just human connection. That's what it's about. You get people to talk about you, to refer clients to you, to tell people and do a whole bunch of word-of-mouth marketing and you get stockers to sell your stuff when there is a genuine connection. It's asking yourself, how are you creating that genuine connection? Are you just doing stock standard, what everyone else does? Are you getting complacent and you're just doing the same thing you've always done?
Are you stopping and remembering that we are all humans, we are all connecting with each other and we're connecting through your business or through your product or whatever it is? How do we nurture those connections and how do we help people sell on our behalf? That is it for today's quick tip, think about how do you help people sell for you. And again, the word sell I know might be triggering for people and be like, it's all capitalism and everything else. But you are trying to connect with people through what it is that you've created in your business, whether it's a service or product base. How do you drive further connection with your own efforts? That is it for today. So think about that. I'd love to know what maybe resonated with you from this episode or what came up for you.
if you found this useful, please send me a DM. You can send us a DM @mydailybusiness_ on Instagram or just @mydailybusiness on TikTok. Or you can email us at hello@mydailybusiness.com and we'd love to hear, and we'd love to hear what's working, and what's not. Maybe you've got an idea for a tip episode that you think we could do, or maybe a coaching episode that you're like, this is a problem that I'm exploring right now in my business. I'd love to have your feedback on it. Please send them through. Also, if you have two seconds, we would love it if you could leave a review or hit the stars wherever you listen to this because it helps other small business owners find us. Thanks for reading and I'll see you next time. Bye.
